Man on the street interviews about Title IX legislation

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Whole Foods

The Problem: 
Title Nine is a relatively obscure brand based out of Berkeley, CA that specializes in women’s athletic wear. The company was founded in 1989 by a woman named Missy Park who played college basketball and was disillusioned by the lack of sporting apparel available for women. Missy in turn created the very first athletic wear company for women that is completely female owned and designed. Although, Title Nine was the first in it’s field, they were quickly overshadowed by Nike in 1995 with their “If You Let Me Play” campaign that targeted female athletes and positioned Nike as the go to brand for women’s athletic wear.

Title Nine is about to celebrate their 30th anniversary next year and although they are pioneers in their field, they remain largely obscure to the general public. Our goal is to capture the opportunity that the current women’s empowerment movement presents for the brand and highlight Title Nine as the FIRST and most authentically pro-female player in women’s athletic wear.

Currently, Title IX (the legislation) is used to address sexual harassment BUT its original purpose was to allow more opportunities for female athletes like Missy (founder) to play at a collegiate level. Many people aren’t aware of this. That’s a problem for an athletic wear brand named Title Nine.

The Insight:
After interviewing many women at all levels of athleticism from casual joggers to a former player for UC Berkeley soccer player, we gained the insight that Title IX’s origin in sports is largely ignored or misunderstood and that women all across the board still feel powerless considering contemporary gender inequalities in athletics.

The Objective:
Through education, rally an army to fight against complacency.

The Strategy:
Complacency is dead.

What We Are Protecting:
A seat at the table

Our Enemy:
”It is what it is”

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